McQ opens on Dover StreetMonday, 17 September 2012
McQ Alexander McQueen has opened its first flagship on London’s Dover Street to coincide
with London Fashion Week.
Situated within a Georgian townhouse, the retail space is spread over three floors covering 3,000 square feet, and houses the entire McQ collection, offering the full men’s and womenswear collections as well as runway pieces, footwear and accessories.
The design of the store conceived by Sarah Burton was realised in partnership with the David Collins Studio and is centred around a curved, concrete staircase, which flows throughout the building, and the concept draws inspiration from surrealism and boudoir contrasted with Brutalism.
“We wanted to create a story and a home for McQ and the flagship on Dover Street is an extension of this world. The store offers special catwalk pieces alongside ready-to-wear collections in a rich and immersive McQ environment,” said Burton.
Commenting on the design of the store, David Collins added: “We looked at fetish. We wanted the home of McQ to be a parallel view of Alexander McQueen, where eroticism is part of the fabric and design that slowly unfolds throughout the store.”
The store also features a number of interactive features including featuring interactive digital table and billboard featuring brand content and imagery, and mirrors that are gesture-controlled allowing customers to browse the collection and photograph themselves in looks which they can then share with friends via social media channels or email.